FW: UKNM: DTV (Was Free ISPs...)

[Moisan, Chris - One Ldn]

Without Prejudice


Re: Interactive TV BIB, ON Digital etc...


I believe it is quite simple why the likes of BIB are going to offer walled 

garden internet access. Their biz model (and forecast profitability)is based 

on achieving critical mass from existing and new subscribers. The cost of 

the set-top boxes + related infrasturcture is a significant barrier to 

achieving this critical mass so by subsidising these boxes this barrier is 

removed. However, partners in the project like Midland would obviously want 

to restrict consumers from accessing other banks via the net to protect 

their investment - hence the walled garden.Otherwise other banks could 

simply offer internet banking and piggy back on Midland's investment.


Putting aside the argument of how the investors protect their investment - 

the most disappointing element of the forthcoming interactive services is 

that they cut out the services which have arguably made the net so 

successful such as porn, interest groups, discussion forums, communities of 

interest etc...and therefore the NET will survive beyone the current Digital 

Interactive offerrings for this reason.


All this being said, I personally hope interactive TV is a success as 

consumer awareness of all things interactive can only be good for me us all.



Chris Moisan

OgilvyInteractive


0171 566 7280

chrismogilvy [dot] co [dot] uk